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The Canada Brand: New Policy Re-sets Resource Rich Economy

Unusually for a developed country, a large part of Canada’s GDP draws on natural resources. From logging and paper products to oil and gas drilling and commercial fishing, from hydropower to agricultural products, the country’s abundant resources contribute 20 percent of the Canadian economy and account for 1,600,000 jobs. The new prime minister, Justin Trudeau, has called for a progressive re-set of the Canadian “brand” to acknowledge this anomaly. “If something is made in Canada, what are the attributes that you’d attach to it?” he said in a Bloomberg BusinessWeek interview. “I’d like that to be that it’s done responsibly, it’s environmentally sound . . . .” I’d add that it’s a real plus to hear the connection between raw materials and products and services to be made so emphatically.